The process of collecting and using information for marketing decision making is called

1. The process of collecting and using information for marketing decision making is called • market planning. • institutional research. • corporate planning. • market research.

2. The criteria a marketer uses to determine whether to conduct an internal study or to contract an outside organization for this purpose is • the size of the firm. • how quick information is needed. • cost. • the reliability of the firm’s marketing staff.

3. An organization that contracts with clients to conduct complete marketing research projects is called a__________________ research supplier. • full-service • limited-service • syndicated services • part-time services

4. A marketing research firm that specializes in a small number of activities is called a __________ research supplier. • full-service • limited-service • syndicated services • part-time service

5. How many steps are there in the marketing research process? • 4 • 5 • 6 • 8

6. ________ is one of the least expensive and most important sources of marketing information services available to a firm. • Secondary data collection • Primary data collection • Marketing cost analysis • Sales analysis

7. A master plan or model for conducting marketing research is called a(n) • hypothesis. • prototype. • primary design. • research design.

8. Information which has been collected by others and previously published is referred to as • sales analysis. • secondary data. • primary data . • marketing cost analysis.

9. ______ refers to information collected for the first time specifically for a marketing research study. • Secondary data • Primary data • Hypothesis • Initial data

10. What percentage of research firms currently conducts some form of Internet research? • 30 • 50 • 70 • 80

11. Which of the following is not an advantage of secondary data? • cost of data collection • time required locating data • data is never obsolete • All of these choices are advantages

12. The two largest sources of secondary data come from Statistics Canada and • News Week. • Industry Canada. • Commerce Canada. • Finance Canada.

13. A sample that gives every member of the population a known chance of being selected is called a • probability sample. • simple random sample. • convenience sample. • nonprobability sample.

14. Weekly lotteries, such as those in British Columbia where every numbered ball has an equal chance of dropping, are an example of a • simple random sample. • stratified sample. • convenience sample. • quota sample.

15. A simultaneous personal interview of a small group of individuals, which relies on group discussion about a certain topic is called a(n) • research interview. • interpretive research. • controlled interview. • focus group.

16. _______ focuses on understanding the meaning of a product and/or the consumption experience in a consumer’s life. • Data mining • Interpretative research • Marketing information systems • Business intelligence

17. A ________ consists of software that helps users quickly obtain and apply information in a way that supports marketer's decisions. • marketing decision support system • business intelligence system • quantitative forecasting system • marketing information system

18. An estimate of a company's revenue for a specified future period is called (a) • revenue-stream forecast. • qualitative forecasting. • quantitative forecasting. • sales forecast.

19. A qualitative sales forecasting method that assesses the sales expectations of various executives is called the • jury of executive opinion. • Delphi technique. • executive predictive model. • executive opinion forecast.

20. All of the following are examples of quantitative methods of forecasting except for (a/the) • market test. • Delphi technique. • trend analysis. • exponential smoothing.